BrightRoll Does Outside Lands 2011!

August 25, 2011

By Lauren Mehr, Marketing Specialist, BrightRoll

As most San Franciscans are aware, the Outside Lands Music and Arts Festival is a three-day “Coachella-esque” music festival and one of the biggest events in the city – if not the country. This year’s festival did not disappoint. Major headliners including The Roots, Foster the People, Phish, Arcade Fire and Muse dominated the main stage. In addition to the big names, bands like Group Love, Ellie Goulding, Major Lazer, Girl Talk and more created a festival not to be missed by music lovers – and anyone just looking to enjoy a good time outdoors in the sunshine. (Check out the full lineup on the Outside Lands website.) While the music is the main attraction to most, BrightRoll’s first-ever VIP Cabana earned its spot as a very close second.

We invited a few of our concert-going clients to partake in the music, food and festivity from the comfort and closeness of a VIP Cabana. Our guests were wined, dined and entertained from the best seat in the house. Right next to the main stage, our cabana guests had nothing short of an unforgettable experience. Nestled in between Citibank’s and Adobe’s cabanas, the BrightRoll crew outdid itself, sporting BrightRoll goodies and swag including blankets, chap sticks, USB sticks and koozies. Best of all, guests got to take home a seriously impressive, art-quality, custom-made BrightRoll Outside Lands VIP poster.

Even with all these perks, it was the company of our fantastic guests that made the BrightRoll VIP Cabana experience truly complete. There were die-hard music fans along with people just happy to be at the festival enjoying good music, weather and food. After the three-day event was over, everyone agreed BrightRoll’s VIP Cabana was a major success. We look forward to seeing you all at Outside Lands 2012!

Check out the full album of photos on our Facebook page!

Digital Advertisers Can’t Ignore In-Game Mobile Video Units

August 10, 2011

By Robert Palma, VP mobile video sales, BrightRoll

In-game advertisers will continue to play a huge role in the mobile ecosystem and revenue growth for years to come, driven primarily by mobile’s rapid growth and consumers’ willingness to pay for mobile games. According to a recent Nielsen study, 64 percent of smartphone users downloaded and used a gaming app in Q2 2011. Additionally, 93 percent of app downloaders (those who have downloaded an app within the past 30 days) are willing to pay for the games they play. In contrast, only 76 percent of downloaders are willing to pay for news apps. This is a huge opportunity for marketers to get their message in front of a captivated audience.

The counter argument I’ve heard from marketers is that in-game ads have the potential to cause a bad user experience because video ads before or during a game are “intrusive” and no brand manager wants public backlash or negative reaction. Correct me if I’m wrong but, by the same standards, aren’t TV commercials “intrusive”? The biggest brands in the world spend a majority of their advertising budgets creating and airing TV commercials. Until 2000, when TiVo hit the market, there was no way to skip commercials, yet there was little lasting public backlash or negative sentiment toward these brands.

Marketers should embrace mobile and view the medium for what it is: another platform to promote their products and services to more than 75M users, who may not be TV viewers. Smartphones, with their multi-functional capabilities, are no longer just phones, they have become an indispensible part of life and are used to connect, communicate and entertain. According to the CTIA, an international nonprofit organization that represents the wireless communications industry, 26 percent of US households are mobile-only. In-game mobile video is a valuable channel for brand marketers to reach desired audiences. A simple first step for video advertisers who want to advertise with in-game ads is to repurpose TV assets, ideally edited down to 15-second slots. Leveraging existing TV video assets across multiple platforms yields greater efficiencies and will increase overall brand metrics & awareness.

BrightRoll Migrates North, Opens Canada Operations

August 05, 2011

On Wednesday, we announced a new chapter in BrightRoll’s story – we’ve set up shop in Canada! For those of you keeping score at home, this is the eighth outpost and third country for BrightRoll. Our new office is situated in the heart of Toronto, headed by longtime online video veteran David Bellemare. He’ll lead our hiring and sales initiatives, ultimately helping secure our share of the 23 million online monthly unique visitors up for grabs in Canada.

International expansion is a big priority for us here at BrightRoll; after our London launch in May 2011, Canada was a natural next step. Why, you ask? In addition to the hockey, maple syrup and convenient border-sharing, IAB Canada’s ad revenue analysis indicates the country’s digital video advertising industry grew by 85 percent, reaching $37 million in 2010, with further gains expected this year. There are many publishers and brand advertisers in Canada eager to sink their teeth into the opportunities digital video offers – and we’re thrilled to be able to greet them with open arms.

The full the full press release about our Canadian expansion is available here, and don’t forget to come visit!

It’s the End of the Road for V3

August 03, 2011

As many of you know, it’s been a busy summer here at BrightRoll. We recently wrapped up V3: Video. Validation. Value, our first-ever educational roadshow, which stopped in eight cities across the U.S. to get people talking about online video. Instead of playing it safe, we asked questions that ignited conversation, debate, and excitement. We wanted to get people fired up about video advertising, and we believe we did just that. Topics were chosen based on industry interest and the need for explanation and discussion. These topics ran the gamut and included understanding measurement and ROI, interactive ad units, how to best utilize precision marketing, and even elaborating on the differences between exchanges and DSPs.

Tooting our own horn just a little bit, we call our inaugural V3 road show a success. Part of what made the event so successful was the amazing support from our partners. We were fortunate enough to have more than 40 speakers from 13 of our vendor partners participate. During our sessions on interactive pre-roll, we demoed new products from Innovid and PointRoll. Another crowd favorite was our “Measuring What Matters” panel, which gave everyone in the room a chance to ask executives from leading online research firms Nielsen and comScore specific questions about research and measurement.

Overall, more than 250 people attended the events. Each location saw an average of 30 to 40 guests, providing an intimate, yet relaxed atmosphere perfect for the type of conversations we wanted to have. Above all, we sought to provide a forum for discussion and an opportunity for people to learn something new about online video – and delivered in spades.

Looking back, we learned a lot and are thankful for the opportunity to host open and frank discussions with people who wanted to learn more about our industry. Thanks to everyone who joined us this year, and for those of you who missed out, check out our YouTube and Facebook pages for videos, photos and more! For a copy of Tod’s keynote, please email: Samantha@brightroll.com.

BrightRoll Takes on the Twittersphere, Vol. V

July 28, 2011

It may be the height of summer, but despite crippling heat waves and pending debt crises, we’re still manning our battle stations and scouring the web to figure out what’s making the online video world all a-Twitter right now. Our top stories, below.

Fox Drops Sledgehammer on Hulu, Ad-Based Online TV Viewing

On July 26, Fox announced its decision to limit all streaming, on both Fox.com and Hulu, to paid subscribers on select cable and dish distributors – news that rocked the online video world. Fox has also decided to delay online availability of all shows by eight days. No longer will online TV viewers be able to fire up their preferred site the day after broadcast to catch up on Fox’s original content – a behavior to which millions of online viewers have become happily accustomed. Will Richmond of VideoNuze called it a “major ouch for Hulu,” which bears the brunt of this limitation while simultaneously trying to find a purchaser.

Taking to Twitter after hearing the news, GigaOm video writer Ryan Lawler had choice words for the media company upon hearing of their new content strategy, offering several commentaries on the networks’ refusal to cooperate with the online TV status quo. “Will viewers wait 8 days, or will they go back to piracy? That was the whole reason Hulu was created to begin with, right?” he asked via tweet.

Fabio Takes on the Old Spice Man

The brand that perfected viral video marketing,Old Spice, brought Isaiah Mustafa back to YouTube this week with a series of videos that created a maelstrom on social media channels. This time, Mustafa took to computer screens to defend his role as the “Old Spice Man” against a defiant, upstart Fabio – who created a new Twitter account just for this battle royale. The series, “Mano a Mano en el baño,” pitted Mustafa and Fabio in a duel to claim the illustrious spokesman’s title. Each created videos about why they should be the Old Spice Man, speaking directly to media personalities and users who sent them questions, commentaries or challenges via Twitter. Check out each contender’s punches on the Old Spice YouTube channel. We hope the folks at Old Spice will continue to delight us with their attractive, comedic stars – and continue to choose online video as their medium of choice.

YouTube Dominates Mobile

“You can do all sorts of amazing things with mobile phones these days. But many of you, it seems, are content to use your handset as a YouTube delivery device,” tweeted Peter Kafka in AllThingsD after seeing reports that 22% of all mobile bandwidth – accounting for all apps’ data usage on a smartphone – is consumed by YouTube. Within the mobile streaming realm, YouTube owns 52% of the pie – a definitive majority over other providers streaming mobile video. These figures are an uptick from last year, when YouTube’s global share was 17%. Facebook and Twitter have also seen their shares increase, but even the world’s most popular social media sites don’t hold a candle to online-video powerhouse YouTube’s stranglehold on mobile data usage. (If you like visuals, check out the seriously shocking pie graphs in the story link.)

Not all Data is Created Equal in Digital Video

July 27, 2011

In case you missed it: Daryl McNutt, our own SVP of research and marketing at BrightRoll, took the stage with Nancy Neumann, VP of platform development at eXelate, during last week’s OMMA Behavioral event in San Francisco. OMMA Behavioral brings top industry pros in media, marketing and technology together to talk targeting in digital advertising.

The presentation, titled, “Happy Together: Yield Results by Marrying Data with Media,” spoke to the necessity of solid research and top-tier data in digital video, especially considering the category’s nascent status compared with the 800-pound gorilla of TV. While digital video might not have everything figured out, engaging nature of online video is hugely beneficial to brands and advertisers looking to engage with their audiences — more and more of whom are migrating online.

Daryl explains, “We’re constantly trying to push the envelope and strive to be the leaders in online video. Nobody’s got this figured out. We’re, at best, a four- or five-year old industry going up against television, which boasts 60 years of solid data. It’s important for us to have that information, that research, to start telling people the value they’re getting for their money, and how online complements TV, making a more complete media package for advertisers.”

Though everyone’s still trying to fit together the pieces in digital video, it’s a mission we’re especially passionate about at BrightRoll. Scale, technology, and research are the three cornerstones on which we’re building the most trusted, and most efficient video ad network in the industry.

Check out the full presentation (scroll forward to the 6:00 mark to hear Daryl’s comments):

Video streaming by Ustream

BrightRoll Represents at Stevie Awards in NYC

June 23, 2011

I was honored to represent BrightRoll at the Stevie Awards ceremony for the American Business Awards Monday night in New York. BrightRoll was contending for two honors: BRX, our automated ad buying platform, was nominated for Business Innovation of the Year in the Other Services category, and I was nominated for Executive of the Year in the Media & Entertainment category.

In the end, BRX was named a finalist, and I won the Stevie for Executive of the Year. And I couldn’t be more thrilled or humbled. The award might have my name on it, but it belongs to all BrightRollers across our 11 offices worldwide. Our recognition at the Stevies is a testament to the savvy, passionate team we’ve built and the results we’ve achieved as a company.

Winners came from all points on the business spectrum, from large companies such as ESPN, Amazon and Ford, to smaller companies. Regardless of size, though, all winning companies had one trait in common: amazing results. It was great just to be a part of it all.

As an added bonus, Def Jam’s own Russell Simmons, who was honored at the show for his entrepreneurial and philanthropic achievements, was impressed and asked to see the next cut from the VAST Rapper.

We’re thrilled to be taking home the hardware!

– Tod Sacerdoti, CEO and co-founder, BrightRoll

After L.A. Show, BrightRoll’s V3 Tour Bus Heads North!

June 07, 2011

OK, so we’re not really traveling in a tour bus and by north I mean San Francisco, just a few hours’ drive from L.A., but get ready San Fran because we’re just getting started!

L.A. marked the first stop on our eight-city tour across the country, and, though I don’t feel like Kate Hudson in “Almost Famous,” I can’t carry a tune and I don’t own a fur vest, I do have something of an entourage. Joined by industry rock stars from comScore, PointRoll, eXelate, Nielsen Catalina Solutions, Innovid and more, our mission this summer is to spark some discussion and , hopefully, some debate as we search for answers in online advertising.

If you weren’t there to see it live, let me share the L.A. Story: While Steve Martin was not the leading man this time around, BrightRoll CEO Tod Sacerdoti led an equally charming ensemble cast of video advertising experts who turned out for the event. They came, they talked, they networked, they asked questions, and, of course … they ate and drank. As these shows continue, I’m excited for even more people to come ready to ask the tough questions, the stupid questions, the funny questions — because we’re coming with answers and a cocktail or two.

This Thursday we’re hitting San Francisco, and I’m looking forward to a large turnout and lively discussion. So bring your guitar and your leather jacket, if you so desire, but just be ready to get to the bottom line in online video advertising.

For more information or to request an invitation to register, please email brightroll@summitpg.com or click here.

– Samantha Frampton, international marketing coordinator, BrightRoll

BrightRoll Heads Back to School with Multi-City V3 Roadshow

May 13, 2011

Official word went out Wednesday morning kicking off BrightRoll’s V3 – our multi city roadshow! V3 will take a deep look at important changes in online video advertising, how media buyers and advertisers alike can more intelligently manage their online campaigns with panels like “Measuring What Matters” and “Interactive Pre-Roll: What is it and why should I care?” Dubbed “V3 – Video. Validation. Value.,” the show kicks off June 2 in L.A. and will wind across the U.S. during June to seven additional cities.

Online video’s rapid growth has resulted in complexity on the Web. The goal of the V3 roadshow is to help advertisers and media buyers better navigate the space. BrightRoll executives will be joined by experts from some of the biggest, most innovative companies in the market including: Innovid, Nielsen Catalina Solutions, Pointroll, eXelate, comScore, Rapleaf, Rocket Fuel, BlueKai and KN Dimestore.

Confused about the differences between ad networks, exchanges and DSPs? Want more color around how real-time bidding and data targeting can benefit your online campaigns? Want to learn more about campaign measurement models and research trends? Skeptical of new, rich media ad units that promise increased engagement with online consumers? V3’s interactive panels will touch on all of these topics, in hopes of getting people to really think about what’s useful, what’s not and what’s merely the latest trend.

In all, our roadshow will travel to eight U.S. cities:

Los Angeles – June 2
San Francisco – June 9
Atlanta – June 14
Dallas – June 16
Chicago – June 21
Detroit – June 23
New York City – June 28
Boston – June 30

For more information or to request an invitation to register, please email: brightroll@summitpg.com. We hope to see you at one of the stops along the way.

– Tod Sacerdoti, CEO, BrightRoll

Advertisers to Continue to Shift Budget from TV to Online? Survey Says Yes

May 03, 2011

For the third year in a row, we’ve surveyed media buyers at some of the leading agencies across the U.S in order to better understand the space we’re working in and the issues that are top of mind for agencies today. We’re interested in their perspective on the space, where they see it heading, where they intend to spend their money in the coming year and what gaps they think online video needs to address.

The survey serves as an important measure of online video and helps us tailor our offerings to advertisers’ needs. Beyond that, though, the report offers an interesting snapshot of our industry. Have a look for yourself – the full results can be viewed here – but here are a few highlights:

Spending across the category to increase– In 2011, 28% media buyers expect to see the greatest increase in ad spend on online video. Mobile video came in a close second at 27%.

Online video stealing market share– 86% of buyers expect to shift money from display budgets to online video, and 64% plan to shift budget from TV to online video

More bad news for TV – About two-thirds of respondents said that online video advertising is as effective, if not more effective, than TV advertising.

Lots of great news for BrightRoll, and for online video generally, in the report. The category is growing rapidly and shows no sign of slowing as agencies and consumers become increasingly comfortable with the medium.

Our agency report is part of a larger company-wide initiative to further industry research, which we kicked off with a $1M pledge earlier this year toward advancing research initiatives in online video. The intel we gathered from the survey, combined with our commitment to meaningful research, will help us lead the industry forward.

– Tod Sacerdoti, CEO, BrightRoll